MGCR 352 Study Guide - Final Guide: Consumer Reports, Subculture, Opinion Leadership

• School: McGill University
• Department: Management Core
• Course: MGCR 352
• Professor: Hamid Etmad

Document Summary

Is it is a vital first step towards being able to predict and ultimately influence their behavior. Marketing controlled sources (advertising, store displays, company websites, etc. ) Experiential sources (handling, examining, using the product) Awareness set: all brands consumer comes aware of. Cognitive dissonance : buyer discomfort caused by post-purchase conflict. This affects major purchases; anxiety of not knowing if the right choice was made. Customer follow up programs helps reduce this problem. Physical surroundings noisy and smelly atmosphere versus pleasant atmosphere. Antecedent states mood, clothes you are wearing, cash on hand. A driving force that causes a person to take action to satisfy specific needs. Needs can range from physiological to self-fulfillment and marketers try to arouse them. Often revealed in a person"s self concept, which influences what customers are buying. Perceived risk anxiety felt during purchasing process. Attitudes are shaped by values and personal beliefs. Opinion leadership individuals who influence others directly or indirectly.